PPC Blog: Ad Formats

Bumper Ads: Your Six-Second Secret Weapon

Bumper ads are easy to dismiss.

After all, what can you possibly accomplish in just six seconds?

As a result, some advertisers dismiss them out of hand.

But they’re missing the point.

Because bumper ads aren’t designed to be used in isolation.

Combine them with other advertising, such as additional bumper ads or a TrueView video for action ad, and you have a powerful new tool in your arsenal.

In this post, we’ll look closer at bumper ads and examples of how they can be used.

But first, let’s examine the ad format itself.

Bumper ads

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Lead Forms in Google Ads: Is It Time for a Second Look?

Lead forms have been around for a while in the Google advertising network, but when we first tested them in late 2019, we didn’t get great results.

But the world of PPC changes fast. And given that we’re now halfway through 2020, we thought the time is ripe to give them another look for some client accounts.

Before we get started, let’s revisit what lead forms are.

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6 Reasons to Run Responsive Display Ads (& 2 Reasons Not To)

Some advertisers struggle to create display advertising programs.

Sometimes they don’t have the design expertise or capacity to create good-looking ads.

And even when they do, they may not create every possible ad size or type.

This is one of the reasons Google rolled out responsive display ads in 2016. It was a way to help out advertisers — and a way to potentially fill more ad placements.

Since 2018, responsive display ads have been the default ad type for the GDN, and responsive display ads are something we use quite often for clients.

And if you’re not using them for yourself or your clients, it might be time to take another look at them — for six good reasons.

But at the same, I can think of two good reasons why you might not want to.

Before we get into that, let’s quickly review what responsive display ads are.

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Is It Time to Give Google Ads Message Extensions Another Try?

Google Ads message extensions were rolled out in October 2016 without a lot of fanfare.

At the time, we assessed which of our clients would be a good fit for this kind of extension and approached those clients to see if they’d be willing to give message extensions a try.

But many of them resisted – often with legitimate concerns.

More recently, however, we’re taking another look at message extensions.

Some additional features and options have been added since their initial rollout, making them more flexible and appealing.

Still, I expect to hear many of the same objections.

Therefore, I will use this article to review what message extensions are and address the most common concerns we hear.

Google Ads message extensions

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8 Tips for More Effective Video Ads

Video advertising continues to grow in popularity. And indicators are that it still hasn’t reached saturation point.

According to some studies, 87% of businesses use video as a marketing tool – up from 81% in 2018!

But still, some advertisers hesitate. They worry about investing in video ads and then not getting the results they want.

They have a right to worry. It’s entirely possible to create a “bad” video ad (i.e., an ad that fails to support your marketing objectives). So you need to do your homework.

While every business is different, there are some rules of thumb you can use to make your video ads better. Here are some of them:

video ads

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5 Video Ad Marketing Goals & How to Achieve Them

When businesses are new to video advertising, they often have a lot of questions.

And one of the most common questions they ask is how they can achieve their video ad marketing goals.

How can they use video advertising to build brand awareness? Reach a certain demographic? Target customers of their main competitors?

Or maybe they just want to know how to get started.

As you might expect, the answers to these questions will vary.

This article will focus on five different goals you might have for your video advertising – and how you can achieve them.

Video ad marketing goals

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Answers to Your Top Video Ad Questions

If you’ve ever watched videos on YouTube, you’ve most likely seen a video ad.

But for many advertisers, even seasoned ones, video ads can seem like a foreign country.

Therefore, when businesses ask us about video advertising — or if we suggest it to them — they often have lots of questions.

I will use this post to answer some of them.

YouTube video ad questions

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4 Key GDN Settings to Check for Smarter Ad Spend

One of the most common complaints I hear about the Google Display Network (GDN) is that it’s a money hog.

And that can be true at times!

But then, the same can be said of any other ad network — if not approached carefully.

So there’s no need to avoid the GDN out of an abundance of caution.

But you should keep on top of account settings that can rack up your budget spend if you aren’t careful.

Which settings do you need to pay careful attention to?

In this article, I’ll highlight four settings that you should keep a close eye on to keep your GDN ad spend in check.

4 GDN settings for smarter ad spend

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How You Can Put Google’s Additional Text Ad Headline to Work

At its Marketing Live event in July, Google announced two significant changes to expanded text ads. Specifically, the new expanded text ads will:

1. Show up to two 90-character descriptions (up from one 80-character description).

2. Show up to three headlines (up from two).

Here’s what a newly expanded text ad might look like:

Expanded text ad example

Both of these changes are exciting, but I’m especially pumped about the second one!

Google's additional text ad headline

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Make It a Double! With Two Lines of AdWords Structured Snippets

When you’re knee deep in paid search advertising, you get pretty familiar with the many different ad types and variations out there. But occasionally, something will pop up that surprises me or (more often) reminds me of a particular ad “flavor” that I had forgotten about.

This happened to me recently when I was doing some work for a client and up popped a competitor ad with a double structured snippet.

structured snippet flavors

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